~ Birla Opus Paints continues to deepen its presence across India’s most celebrated events ~

National : Every IPL season, India doesn’t just watch cricket, it lives it. From rivalries and rituals to shared fandom across cities, languages and screens, the tournament has evolved into one of the country’s most powerful cultural phenomena. Building on this unmatched energy, Birla Opus Paints has continued its partnership with Wavemaker India and JioStar for its presence during Tata IPL 2026.

The partnership has continued to evolve as a strong cultural and strategic fit for the brand thereby strengthening brand love during high decibel marquee events. Last year, this came alive through the Indian Colours League, a distinctive campaign that blended the colours of rival teams to celebrate both competition and camaraderie, bringing alive Birla Opus Paints’ larger philosophy of ‘Duniya Ko Rang Do’. This year, the ‘Main Bhi…’ campaign focusses on brand adoption, being the most preferred paint brand and the product’s superior quality and performance. Across teams and rivalries, players come together with one simple gesture, hands raised in unanimous agreement. Not just agreeing but validating the shift!

As a progressive new age paint brand, association with JioStar for Tata IPL leads to recall, recognition and adoption, rightly supported by the popularity of cricketers. This year, the collaboration continues with an even stronger presence through a high-decibel, multi-language campaign featuring 10 prominent cricketers from the league – Shivam Dube, Varun Chakaravarthy, Axar Patel, Rajat Patidar, Washington Sundar, Nitish Kumar Reddy, Ashutosh Sharma, Dhruv Jurel, Avesh Khan, and Nehal Wadhera, reinforcing Birla Opus Paints’ positioning as a new-age brand rooted in contemporary culture. Together, these efforts reflect the brand’s continued investment in building visibility not just through presence, but through participation in moments that matter most to consumers.

Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “Our association with JioStar for Tata IPL has delivered strong momentum for us, both in scale and cultural relevance. As the country’s biggest celebration of sport, it is also India’s most powerful media platform, cutting across regions, towns, tiers and audiences. There’s no better unifier to bring our brand proposition to life. This association continues to unlock new opportunities for us to engage with consumers through unique ideas, powerful storytelling and meaningful collaborations. Our partners help in bringing this vision to life, helping us connect with audiences in ways that feel contemporary, relevant and truly new age.”

Anup Govindan, Head of Sales, Sports, JioStar said, “TATA IPL on JioStar delivers unmatched scale alongside the high-attention context that brands need to drive real outcomes. What makes Birla Opus’ association particularly compelling is how thoughtfully they have activated across the full JioStar canvas leveraging Linear TV for mass reach, CTV for premium high-attention environments, digital for precision targeting across languages and geographies. Add with the seamless player integrations; their storytelling feels authentic. They are going beyond visibility, to driving stronger engagement, measurable business impact, and meaningful value for fans alike.”

Shekhar Banerjee, President, Client Solutions, WPP Media South Asia, said, “Moments like IPL are cultural anchors that bring millions together in real time. For brands, the opportunity lies in showing up meaningfully within these shared experiences, moving beyond visibility to genuine participation. Our continued partnership with Birla Opus Paints reflects an ambition to build deeper and more contextual consumer connections by aligning brand narratives with moments that truly matter. By combining data, creativity, and integrated media ecosystems, we enable brands not just to be present, but to become an integral part of India’s collective experiences.”

Through its continued impactful mix-media collaborations, Birla Opus Paints is reinforcing its commitment to building a modern, culturally connected brand, one that goes beyond traditional advertising to show up meaningfully in the moments that bring India together.